Learn how organizations like Patagonia, MEC and even the Federal Liberal Party of Canada are leveraging data to better understand their customers and provide more relevant, personal, cross-channel customer experiences.

2. •
•
•
•
•

5. How much scope is involved in your Marketing implementation?
Newbie Aware Expert
Business Mixed Consumer
What best describes your target market?
How would you describe your Marketing Automation knowledge?
Small Mid-Size Enterprise

7. Attract
Nurture
Convert
Grow
Anonymous
Known
Customer
High
Value
Identify

8. How Marketing Automation Works

10. Right Time
(Journeys)
Right Message
(Data)
Right Channel
(Omni-Channel)

11. Attract Nurture Convert Grow

12. • Goals – What do you want to accomplish?
• Moment – What happens in customer’s life?
• Behaviors – What does the customer do?
• Touch Points – What channels?
• Content – What message?

13. Single
Customer View
Segmentation/
Interests
Journey Stage
Operational
Efficiency

14. Salesforce
Salesforce?

15. 1. Customer
360 Model
2. Purchases
3. Actions/
Signals
Common Data Considerations

16. Cookies Email
Mobile/
Phone
App ID
Social
Handles
Complex
Matching

17. Communities
Social Media
Email Marketing
Sales Reps
Customer Service
Digital Commerce
Connected Products
Advertising
Mobile Apps & Messaging
CUSTOMER SUCCESS PLATFORMAwareness &
Acquisition
Retention &
Advocacy
Onboarding & Engagement
Leverage the Right Channels

19. best practice.

20. Convert
Anonymous ->
Known
Timing Matters.
Automate!
Drive
Operational
Efficiencies
Plan
Permissions and
Preferences
Align with Sales Test & Learn

21.  Frictionless Name Capture
 Progressive Profiling
 “Gating” Strategy
Source: Unbounce


22. Customer actions are the best
time for a reaction
• 90% of leads go cold in 1
hour (MIT Research)
• Triggered emails generate
3X lift over batch and blast
(Marketo)
• Journeys/ Nurture Tracks
scale as you grow
17.9% 2.8%
25.4% 5.3%
27.5% 5.8%
29.0% 4.3%
33.6% 6.9%
36.5% 8.5%
39.0% 8.8%
43.0% 7.2%
47.8% 14.1%
56.2% 8.4%
Based on
Anonymous
aggregation
of Marketing
Cloud Send
Data (18bn
emails/
month)

23.  Segmentation self-serve: Build a
data foundation
 Leverage Tools
 Be always on: Focus on Journeys/
Nurture Tracks

24.  Infer where possible
 If you ask, follow through
 Be prepared for low completion (5%)
 Deliverability considerations

25.  Engage Sales Early
 Define MQL
 Set SLAs

26.  Know your CPAs
 Agree on Metrics
 Establish testing strategy

27.  Leverage existing material
 Don’t look for perfection